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NetEase
NetEase News-The Attitude Is On You

RAN IN: China

CLIENT
NetEase Inc.

AGENCY
Proximity *Lead Agency


BBDO Shanghai


SUMMARY

Under restricted news environment in China, there is nothing different about news. How can NetEase news drive viewership as game-changer? We discovered that the more controlled the news, the more liberated the opinions become. So we champion the attitude of NetEase readers. We launched a 2 waves campaign-the attitude is on you-to inspire Chinese news readers to share voice at NetEase news platform. After wave 1, NetEase viewership increased by 9.13%(competitors dropped by 2.52%).During 2 waves, the total users time spending on NetEase news APP ranked No 1.


Language: English